Today’s guest post is from Gretchen Cathey is the Social Networking Manager for of Worth Ave. Group.

The value of mobile apps for businesses is evidenced by the unbridled rise in popularity of mobile phones and smartphones. According to International Telecommunication Union (an agency formed by the United Nations), at the close of 2011 there were more than 6 billion mobile phone subscribers and about 1.2 billion mobile broadband subscribers worldwide. This means that, in 2011, approximately 87% of the world’s population had a mobile phone subscription and about 17% had a mobile broadband subscription.

As people tend to update their phones on a yearly basis, more and more are updating to broadband mobile phones. With over 208 million mobile broadband users in the U.S., over 421 million in Asia, and over 336 million throughout Europe, the opportunity for companies to capitalize on mobile apps is also quickly increasing. According to Venture Beat, “79 percent of smartphone owners use their phone while shopping.” This means that 4 out of 5 people shopping at your store or online could be motivated by an app. With numbers that impressive, how can companies afford not to utilize such an effective mobile marketing strategy through the implementation of business apps?

Mobile apps offer competitive advantages for small scale business owners as well as SMEs and corporate moguls. For instance, exclusive “mobile-only” discounts and coupons can be made available through a small business app, providing extra motivation for consumers to frequent your business. Through implementing the “Tell-A-Friend” functionality, consumers can forward information about your business, including coupons and discounts, to their friends. Additional savings can be offered by asking consumers to “like” your business on Facebook. And small business apps can be made to have user-friendly interface with Twitter, 4Square, and other social media apps.

The New York Times reported on the benefits of small business apps, stating that apps enable customers to retrieve the kind of product information and reviews, simply by scanning a bar code, that are normally only available online. Apps also increase convenience by allowing customers to make in-store purchases using their mobile broadband device, instead of waiting in line. Apps can be programmed to recommend additional item-related purchases after one purchase has been made. Lastly, The New York Times stated that some small business saw an 8 percent sales increase in customers who used apps to shop.

This all sounds great, but how does a small business make its own app?

Apps were first made available in 2009 through global corporations such as Apple, Blackberry, and Google. Since then, companies of all statures and sizes have implemented apps to market their products and services via digital devices, mainly mobile broadband phones. Apps come in two basic varieties: native and mobile web. Native apps are made by companies like Apple and Google and are installed onto the mobile device. Mobile web apps are not available from an app store because they run right on the mobile device web browser.

With minimal programming experience, small business owners can craft a build-it-yourself app through the use of available development platforms. Or small businesses with investment money can consult an app developer to custom build an original app. The cost ranges from free to thousands of dollars, depending on the sophistication of the app.

Small business apps will remind your customers about your commitment to providing them with them most effective communication available. Crafting a custom app for your business will enable enthusiastic customers to boast your brand online. Brand evangelists will boost your business reputation, which translates as heightened interest and sales.

The ongoing advancement of digital technology is undeniable. The veracity with which people use their mobile phones is obvious through taking a brief stroll down any city street. Billions of apps are purchased and downloaded every year. And one quarter of online searches made by mobile broadband consumers result in a purchase. The direction of modern technology is clear: people love mobile phones, broadband phones, and online shopping! Every day greater numbers of people are accessing mobile broadband phones and joining the online consumer experience. Why not capitalize on this expanding thrust of interest through updating your business technological diversity by creating your own small business app today?

Gretchen Cathey is the Social Networking Manager for of Worth Ave. Group, a leading provider of insurance for iPhones: